Passion is your brand’s x-factor

I have been watching the NCAA men’s basketball tournament. The first two days are my favorite because I get to see all the little schools that didn’t get a lot of attention during the season but made the tournament.

These are schools that don’t have five-star recruits or ridiculously huge budgets. But here they are in the tournament. Playing their hearts out. Giving the big schools all they want. And even upsetting one or two of them.

As I watched them, I couldn’t help but get caught up in their infectious energy. They hustled. They dove after…